This guy's business is not much different than all those liquidation/overstock places that advertise "BRAND NEW SONY TV 70% OFF." You think that they are authorized resellers, or have licensed Sony's trademarks? Actually, those places would be even more of a competitor to Sony than this guy is to Trader Joe's. There is not a single Trader Joe's store in Canada, so he's not competing over their target market at all.
You mean not much different if they are a business named "Sonny'?
Its not just reselling, it is him using a similar name to mislead others.